Image via Complex Original
Elena Soboleva (@elenasoboleva) is a Specialist at Artsy.
How can a Kour Pour be an impulse buy or the latest Chris Succo show sell out before ever leaving the studio? The swift currency of digital images have revolutionized the art market and the jpeg has become the single most ubiquitous sales tool with nearly 90% of galleries selling works sight unseen* through email, text, and online.While before a dealer needed a back room, now all they need is a smartphone.
Buying online is nothing new, but has yet to revolutionize the art market in the same way that it has disrupted the spheres of fashion and music. Although the art world has converted to digital tools, only 7% of sales reportedly come from strictly online transactions. However, this figure is rapidly growing and galleries, major auction houses, and collectors are investing in and recognizing the internet’s potential to create a new international marketplace, provide accessibility, and create transparency within the market.
Here is your insider guide for how to get started collecting online and find that perfect painting from Padua, the drawing from Delhi, or the sculpture from São Paulo—without the exhaustive travel budget!
*Hiscox Online Art Trade Report 2014
Do research.
The Internet is an amazing resource that offers everyone an opportunity to learn about and discover art. Before making a commitment to buying, delve in to affirm your interest. If you know the artist already, read in-depth articles and browse works by the artist’s peers to know whether you want to proceed. If you are looking for a place to start, check out art fair previews or browse by theme or medium.
Check out the artist's site, Artsy, and Instagram.
This is your trifecta of tools for getting to know an artist. The artist’s website will have basic resources like a CV and biography along with examples of past work. Artsy is a tool for seeing all of the galleries that the artist shows with, current inventory, and the artist within the context of their peers. (Artsy also links to the gallery pages if you want to learn more.) Instagram is the newest indispensable art tool. Just type in the hashtag symbol (#) and the artist’s name to get an unfiltered look at their practice through the eyes of many individuals—as well as to quickly establish which collectors and curators are also interested in their works.
Consider your space and budget.
An obvious tip but it's obligatory in the process: Set a few parameters around space and budget. Consider the context of the artwork. Will it be the central focus of the living room or a more intimate piece for the powder room? Even within one artist’s oeuvre (from Roy Lichtenstein to Sterling Ruby or Gregory Crewdson), the price range is enormous given the medium, size, and edition of the individual works.
Connect with the galleries.
Once you have an idea of what series and works you’re interested in, figure out where to source the piece. Most contemporary artists have global markets with shows at multiple galleries scattered across the world. Consider the factors of distance from your location (for shipping purposes) and currency. Additionally, each gallery will offer different inventory. This is often driven by shows and fairs, so if you are keen for a certain work, or the latest one, you will need to direct your inquiry accordingly.
Build a collector profile.
Once you reach out with your interest, provide the gallery or specialist with as much information about yourself as you can for optimal service. Be completely upfront regarding your collecting experience and aims. If you’ve never collected before, you will require a greater level of customer care and explanation of the process to guide you through your first purchase. For someone who’s already a seasoned collector offline, this will expedite the service and provide you with greater access to works. Feel free to share your wishlist—often there are things in the backroom, even online!
Ask about shipping and logistics.
With the art world becoming increasingly international, galleries are more adept at finding ways to ship artworks to collectors and often have a dedicated staff for handling such logistics. Get the idea of costs upfront; some works, like unframed prints, can be rolled up and FedEx-ed, while other media, such as painting and sculpture, require crating and more specialized art shipping.
Pro Tip: if the gallery is coming to an art fair in your area (or continent) anytime soon, ask them about packing the work with their shipment to reduce costs.
Consider “on approval” buying.
This is a VIP perk, which can take the risk out of buying work sight unseen, by not obligating the collector to make a decision until the piece arrives at their home. Many galleries are willing to discuss this possibility with a range of collectors, especially once there is an established relationship or if it is for a significant purchase. The works are shipped “on approval” with the collector guaranteeing (and usually paying) for the shipping both ways.
Note: Generally, returns are not an option when buying art from galleries, unless negotiated before the purchase.
Take it offline.
If “on approval” is not an option, and you’re interested in a work which is remote, ask if you can see other examples by the artist in your area. Often galleries can direct you to museum shows, art fairs, or other exhibitions. Although it may not be the exact piece you are considering, seeing other examples of the artist’s practice allows you to grasp the physical impact, materiality, and feeling. While online buying is still new, buying off jpegs is an industry standard, with 89% of galleries reporting having sold art sight unseen, according to the 2014 Hiscox Art Report.
Consider digital and time-based art.
If the artwork is a video or net-art, then its presentation is closer to what you can see online. In my opinion, most video art (even by Turner-prize winning artists) is greatly undervalued in the market. If you are interested in acquiring these works, galleries will often share private Vimeo links to view the piece in its entirety, and although installation varies by artwork, a projector is easy to install in a home. Just imagine how marvelous your next dinner party can be with a Laure Prouvost or Ryan Trecartin screening on the wall! Or, consider a Rafaël Rozendaal website—which is viewable in its native form by anyone with an internet browser.
Remember trusted brands.
This cannot be overstated, since much like the physical art world, relationships are the key to authenticity and provenance, which is why at Artsy, we pride ourself on working with the top galleries in the world. When working with galleries, ensure that they are well-regarded and have the right associations—such as participating in top international art fairs or being part of organizations like the ADAA, NADA, or IFPDA. Primary dealers are the best source for works by contemporary artists, while an airtight provenance is key for significant historic pieces.
